identity / digital / campaign / strategy

CAPS Australia

Rebuilding an Australian icon to become the name behind the brand.

Unrivalled in product portfolio, engineering capabilities and expertise, CAPS had spent 35 years marketing the product brand names they distributed versus building recognition in the CAPS name itself.

This decision left the company at risk to competitors acquiring the well-known brands from beneath them, which is exactly what happened in 2012.

CAPS identified the need to reposition themselves as the brand customers remembered rather than the name on the product itself.

An intensive Master Brand Program was developed building upon critical category, competitor and stakeholder insights which underpinned all touchpoints of the new brand.

Since relaunching in 2014, the brand has seen a significant growth in brand awareness and increased uptake across their wholesale and retail markets.

Work complete.
Research and Analayis, Brand Strategy, Brand Identity, Brand Guidelines, Communication Matrix, Exhibition Design, Digital Content Strategy.

CAPS identified the need to position themselves as the brand customers remembered rather than the name on the product itself.

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